When Bad News Sticks: the Effect of Valence and the Timing of Source Credibility on Attitude Strength

When is bad news sticky in that it weakens consumers’ brand attitudes? We investigate the effect of credibility of negative information, and whether the credibility is known before or after reading the information, on consumers’ attitude strength. Bad news is elaborated on more when participants learn about the credibility of the source after they read the information. The greater elaboration weakens attitudes when the source is credible but strengthens them when the source is not credible.



Citation:

Matthias Birk, Gita Johar, and Jaideep Sengupta (2009) ,"When Bad News Sticks: the Effect of Valence and the Timing of Source Credibility on Attitude Strength", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 198-201.

Authors

Matthias Birk, Humboldt-University of Berlin, Germany
Gita Johar, Columbia University, USA
Jaideep Sengupta, Hong Kong University of Science & Technology, China



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services

Thomas Allard, Nanyang Technological University, Singapore
David Hardisty, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada

Read More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

Read More

Featured

O9. The Role of Numerical Identification in Customer Reaction toward Service Failure

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.